By Ingrid Mota
Twitter: @ingridmotta
How many times have you or have you been questioned about the results of your spending on marketing, its return on investment, how much it motivated the purchase of your product and modified the customer's purchasing behavior.
There it is convenient to remember the cliché that says that “time is money”.
Certainly every minute in the conception of the product, weight spent for its arrival on the market and its return can be measured, but it is important to question the efficiency of the technology used in this type of measurement.
activity monitoring of marketing It allows us to know the reason for the success of a campaign and to provide timely monitoring of the information of our clients, suppliers, inventories, post-sale monitoring and to identify opportunities for new campaigns for our clients.
CRM + IP = Sales Potential?
For example, voice-over-Internet (IP) convergence can result in sales if you can program an efficient customer relationship management (CRM) system. However, it is also very easy to fall into failures that make us lose customers for not being able to make the service more efficient, but worsen it.
Although CRM has made us greatly improve the old databases that made several companies suffer, it can also be a system that allows us to segment customers and grow our sales significantly.
Marketing in the Digital Age
Today we are clear that the Internet has revolutionized and changed many paradigms of how we do business. The mix between the sale retail Y on-line, offers great geographical, sizing and growth capacity possibilities for any company.
With this, the dynamics of company marketing has evolved so much thanks to the digital age that many companies have adopted a new organization chart in which an independent team of IT experts is integrated into Marketing.
The trend is for IT people to have a marketing background so they can plan and execute marketing strategies efficiently in the digital world.
The Digital Business
According to Gartner, “Digital business is the creation of new business designs by blurring the digital and physical worlds. It is the beginning of an unprecedented convergence of people, companies and things disrupting existing business models – even those born of the Internet and the eras of e-business.”
Font: Gartner.com
The rules change with physical and digital variables for people, things and businesses, and it's not just people talking to themselves and companies selling on the internet, but one-to-one relationships are created so that everyone can create a business.
In this regard, mobile devices (smartphones, tablets, ultrabooks, etc.) allow immediate information to be generated, which, thanks to their ubiquity, allows them to generate contact and interact closely with anyone who has one. Even more, if it interacts with geolocation.
This difference in consumer behavior makes the way in which marketing must interact with the consumer and offer them purchase options, services and special moments to speed up their decision making very dynamic.
